THE USE OF MARKETING STRUCTURE IN COMMODITY-INNOVATION POLICY OF ORGANIZATION

Authors

  • Евгения Валентиновна Данилюк International University of Humanities str. Fontanskaya Road 33, Odessa, Ukraine, 65009, Ukraine
  • Анатолий Иванович Рыбак International University of Humanities str. Fontanskaya Road 33, Odessa, Ukraine, 65009, Ukraine

DOI:

https://doi.org/10.15587/1729-4061.2013.6759

Keywords:

innovation marketing, marketing product stewardship, new product launching, project approach, STP-marketing.

Abstract

 

The article reveals the essence of project method at food production enterprise. It presents basic tools for launching new product. The article is based on practical application of these tools at coffee products manufacturing enterprise.

Search for effective, cost-effective (temporal and raw materials) resources for market introduction and production of new modified and improved commodities have become one of the major tasks of the commodity and innovation policy, innovation marketing APP (application program package). Introducing the project method of operation to launch new product has become one of the new directions in operating activities of the enterprise.

Innovation marketing has two directions – marketing new product and modernization of existing commodity. Innovation marketing includes strategic and operational (tactical) components.

Of course there are gaps and risks like negative perception or lack of active perception of new product by the market, there is insufficient amount of all types of resources. 

Author Biographies

Евгения Валентиновна Данилюк, International University of Humanities str. Fontanskaya Road 33, Odessa, Ukraine, 65009

Student

Department of "Project Management"

Анатолий Иванович Рыбак, International University of Humanities str. Fontanskaya Road 33, Odessa, Ukraine, 65009

Doctor of Technical Sciences, Professor

Department of "Project Management"

References

  1. Дойль, П. Маркетинг - менеджмент и стратегии [Текст] : учебник / П. Дойль; [под ред. Ю. Каптуревского]: пер. с англ. С. Жильцова. - 3-е международное изд. - СПб. ; М.; Харьков: Питер, 2002. - 538 с. - ISBN 5-318-00474-1.
  2. Каплан, Р. С. Сбалансированная система показателей. От стратегии к действию./ Каплан Р., Нортон Д.; пер. с англ. М.Павловой. – М.: Олимп-Бизнес, 2003. – 304 с. - ISBN 5-901028-55-4.
  3. Кардаш, В.Я. Товарна інноваційна політика: підручник [Текст] / Кардаш В.Я., Павленко І.А., Шафалюк О.К. – К.: КНЕУ, 2002. – 266 с. - ISBN 966–574–402–Х.
  4. Куденко, Н.В. Стратегічний маркетинг : Навчальний посібник [Текст] / Н.В. Куденко. - Вид. 2-ге, без змін. – К. : КНЕУ, 2006. – 152 с. – ISBN 966-574-061-Х.
  5. Сысоева, С. В. Категорийный менеджмент. Курс управления ассортиментом в рознице (+СD) [Текст] / Сысоева С.В., Бузукова Е.А. – Санкт-Петербург: Питер, 2008. - 336 с. - ISBN 978-5-91180-563-0.
  6. Шив, Ч. Д. Курс МВА по маркетингу [Текст]: перевод с англ. / Ч. Д. Шив, А. У. Хайэм / пер.: Б. Зуев, А. Исаенко [ред.: А. Куницын, Р. Шамгунов, П. Суворова.] - 2-е изд. - М. : Альпина Бизнес Букс, 2006. - 716 с. - ISBN 5-9614-0283-5.
  7. Экономика предприятия: Учеб. пособие/ Г.З. Суша. – 3-е изд., испр. и доп. - М.: Новое знание, 2003. – 512 с. – ISBN 5-94735-116-1.
  8. Sherwood, B.J. Marketing — the seldom-used and mysterious management function [Текст] / B.J. Sherwood // Metal Finishing. – 2004. – T. 102, №7-8. – C. 70-71.

Downloads

Published

2013-02-10

How to Cite

Данилюк, Е. В., & Рыбак, А. И. (2013). THE USE OF MARKETING STRUCTURE IN COMMODITY-INNOVATION POLICY OF ORGANIZATION. Eastern-European Journal of Enterprise Technologies, 1(10(61), 30–33. https://doi.org/10.15587/1729-4061.2013.6759

Issue

Vol. 1 No. 10(61) (2013): Integrated strategic management, project management and software development companies and territories

Section

Integrated strategic management, project management and software development companies and territorial

License

Copyright (c) 2014 Евгения Валентиновна Данилюк, Анатолий Иванович Рыбак

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.

A license agreement is a document in which the author warrants that he/she owns all copyright for the work (manuscript, article, etc.).
The authors, signing the License Agreement with TECHNOLOGY CENTER PC, have all rights to the further use of their work, provided that they link to our edition in which the work was published.
According to the terms of the License Agreement, the Publisher TECHNOLOGY CENTER PC does not take away your copyrights and receives permission from the authors to use and dissemination of the publication through the world's scientific resources (own electronic resources, scientometric databases, repositories, libraries, etc.).
In the absence of a signed License Agreement or in the absence of this agreement of identifiers allowing to identify the identity of the author, the editors have no right to work with the manuscript.
It is important to remember that there is another type of agreement between authors and publishers – when copyright is transferred from the authors to the publisher. In this case, the authors lose ownership of their work and may not use it in any way.